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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.

Case Study

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Case Study

This case study describes how biscuit brand Major enhanced its brand image and increased sales in Tunisia with a creative idea based on digital music sampling.

Case Study

This case study shows how McDonald's, the fast food brand, increased brand affinity and sales in the UAE by removing food from its adverts as a sign of respect for the region's Ramadan celebrations.

Article

This event report details how Xerox, the technology group, is seeking to transform its brand and wider business.

Article

This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

Article

This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This article summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This report offers a global outlook for the apparel and footwear market, examining the performance of its various categories comparatively, against other consumer industries and across regions and markets.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Article

This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.